Neglected fishing nets in the sea make up 80% of marine debris in India, devastating marine life and their natural habitat.

Neglected basketball nets abound in courts across India, as do many neglected female talents - both remaining unseen.

The NBA via its community program sought to make a difference.

"JUMP"

A spoken word film, with an original soundtrack, that encompasses a story behind chances to the unseen, and taking the leap out of one’s existential reality to one’s deserving reality.

The NBA made an impact on sea and land, introducing “Nets for Change”. The initiative focused on dual impact - reviving India’s seas and marine habitats, one neglected net at a time. And enabling young female talents to learn and master the game of basketball, one neglected hoop and female talent at a time.

The nets were installed across neglected basketball courts in India. On those courts, we organized trainings for young female talents with NBA coaches. And then, games were organized to give them a chance to get recognized for their skills. These games also educated the communities on the importance of keeping our oceans clean

We cast from the streets and small towns of India, looking at talents who loved basketball.

Then, with a sports coaches from NBA we trained them over a year.

And we featured one girl as our protagonist in the film.

And we followed her journey over that year.

She was not an actor, which helped make the performance raw, genuine and authentic, hence, believable.

As there were no dialogues in the film, it was essential and imperative the girl could emote through her eyes and had expressive eyes.

AN IMPACT IN SEAS AND ON LAND

BRAND IMPACT:

NBA grew its mental foothold in India with a +52% awareness of basketball.

The brand was able to expand its fan base and foster inclusivity and diversity within the sport with a +38% interest in basketball from young girls.

The campaign resulted in 1.9million USD in earned media value, titles from our coverage include:

"A commitment both to environmental responsibility and to growing basketball." (The Times of India)

"Improves basketball infrastructure for female talent?" (Times Now)

"Slam Dunks on Marine Pollution in India." (Forbes)

COMMUNITY IMPACT:

NBA nurtured grassroots talent and fostered skill development at the grassroots level.

1050+ nets installed.

8,300+ talents trained

EXTENDED IMPACT:

The NBA is now implementing this initiative globally, starting with the Philippines, giving more neglected nets and girl talents a new life on courts across the world.